In the past few years, memes have become a crucial source of entertainment for our internet savvy brains. A good meme can get you through Monday at work, ease the tension in an awkward message exchange and make unsuspecting people world-famous.

Now, Italian fashion powerhouse Gucci has adopted the power of these amusing image and caption combinations in its latest viral campaign. The project features the brand’s range of Le Marché des Merveilles watches in various memes created by Instagram’s most popular artists. Entitled “#TFWGucci”, the series includes work from SLEEK favourites Christto & Andrew and OG meme queen @beigecardigan.

Follow @gucci now and keep your eyes peeled for more of the well-dressed memes as they continue popping up on your feed.